How Activision is Revitalizing the Call of Duty Franchise

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By James Wilson • Updated Oct 15, 2026 at 20:00

Fixing Call of Duty: Inside Activision's Modern Warfare 4 comeback plan - The Game Business — How Activision is Revitalizing the Call of Duty Franchise

Activision is taking a strategic approach to enhance interest in 'Call of Duty: Modern Warfare 4' by utilizing the release of 'GTA 6' to increase its visibility. The company has recognized a reduction in media coverage for the franchise over time, which they refer to as the 'Call of Duty tax'. Recent articles have explained the comeback plan and the forthcoming release dates for 'Modern Warfare 4' on Xbox and PC.

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